This video walks you thorugh creating effective marketing playbook.
Marketing playbook consist of:
1. Customer profile
- Roles in buying process
- Day in live
- Current technology stack
- Current feelings and perceptions
- Type of problems (active, passive, latent)
- Values (functional, business, individual, inspirational)
- Triggers, Ability, Motivations to buy
- Who are the influencers?
- What do they read? Who do they follow? What newsletters they subscribe to? What
2. Brand Story
- Big Change (Economic, Technology, Social)
- Winners and Lossers
- Promise Land that shows your aduience the ideal future
- Enemy or what prevents customer from reaching promise land now
- Magic Gifts that help you address enemy
- Evidence that proof your point point
3. Strategic Messaging
- Top-tier messaging (WHY, HOW, WHAT)
- 25/50-words description
- Tagline or Slogan
- Value statements
4. Customer Acquistion process
- What are the steps in the customer acquisition process?
- What is the first action you want your user/prospect to achieve?
- When customer is nurtured and how?
- What are the stages in sales process?
5. Content Strategy & Distribution
- Content creation process
- Content schedule and topics
- Evergreen vs Newsjacking (or timely content)
- Content mix: Awareness + Educational, Sales Enagblement, Traning
- Address customer objections with content
- Release one big piece of content every 2/3 months
- Create a distribution plan
- Sell problem with content and not your solution
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